State of Youth and its Role in Sustainable Tourism 

Abstract

Savona, a coastal city in Italy, faces significant socio-economic challenges, particularly impacting its youth. The migration of young people in search of better job opportunities elsewhere is alarming, creating a talent drain and stunting local development. The absence of adequate infrastructure and initiatives to support the professional growth of young residents exacerbates this issue. Amid these challenges, sustainable tourism emerges as a potential catalyst for revitalization, since it is one of the principal economic sectors of the region and there are more and more institutional projects (European and national) dedicated to this topic. Promoting sustainable tourism can offer diverse opportunities, from eco-tourism to cultural and outdoor experiences, enhancing the local economy while preserving the environment. Strategies such as deseasonalisation, infrastructure improvement, and public-private cooperation are essential. Emphasizing sustainability can attract a new demographic of tourists interested in eco-friendly and culturally enriching experiences, simultaneously addressing youth unemployment and environmental concerns. Therefore, a concerted effort to align local policies with sustainable practices can transform Savona into a vibrant, resilient community, fostering both economic growth and social well-being. Projects are already in place and many will begin in the short term.

To reference this paper: 

Castano, C., 2024. The state of youth and its role in sustainable tourism: The case of the province of Savona, Italy. In Towards Circular: Analysis of the coastal areas of Greece, Italy and Spain. Edited by Skupchenko, J.K. Think Tank AlterContacts. Available at: https://www.altercontacts.org/publications/towards-circular-2024/it-sd-1 

DOI: 10.13140/RG.2.2.32157.12005

Introduction

Located between the Ligurian provinces of Genoa and Imperia and the Piedmontese provinces of Cuneo, Alessandria and Asti, the province of Savona extends over an area of over 1,500 square kilometers, which sees the co-presence of a narrow and long coastal strip in which the mountain ridges descend to the sea and an internal area, mainly mountainous and hilly. It is known for the particular concentration of villages certified as the Most Beautiful Villages in Italy (Laigueglia, Verezzi, Finalborgo, Noli and Celle Ligure) which gives added value to the offer of the entire territory, along with the proximity to the famous Alta Via dei Monti Liguri and Gallinara Island. Furthermore, it is an area full of possible cultural, naturalistic and food and wine experiences.

However, despite this richness, it remains among the Ligurian provinces with the lowest rate of sustainable tourism. In general, the socio-economic situation of the Savona province and the entire Liguria Region has worsened significantly in recent years, further aggravated by the COVID-19 pandemic. The average age of its population is very high. The economic crisis seems to remain the same and attractiveness factors are increasingly low. For this reason, many young people choose to leave the province of Savona to study elsewhere; still, because of lacking opportunities for both their personal and professional development, they do not return. This loss of human capital is a problem that, if not resolved, will further aggravate the situation in Savona and Liguria, undermining the economy and all the opportunities that the territory offers. Precisely due to the peculiarity of the area, tourism is one of the main sectors in which the skills and competencies of young people can produce the most significant results, embracing the concept of sustainability towards a model of sustainable tourism, applicable firstly to their territory, and then perhaps replicable in other European regions.

The article will therefore analyse the state of youth in the Savona area, trying to identify what are the push factors that force them to flee and what could be done to persuade them to return and make them stay. Subsequently, some of the main initiatives that are currently ongoing or will be in the short term will be taken into consideration. The aim is to improve tourist experiences to enhance the present environmental and cultural heritage and to fully express the potential of the province of Savona in the future, with a careful look at sustainability and the development of the area.

Methodology

The research was carried out by consulting articles and documents from the Liguria Region, referring to individual projects and declarations from public authorities. In addition, studies drawn up by the University of Genoa, the Censis Foundation and other international entities, such as the Organization for Economic Co-operation and Development (OECD) and the European Commission, were used. The statistical data on the population is derived from the database of the National Institute of Statistics (Istat). Other sources consulted include documents from the Savona Chamber of Commerce, Confcommercio and Federalberghi, together with local newspapers.

State of Youth

According to the data updated to 1 January 2024, residents in the province of Savona amount to 267,584 people, of which 58,620 are in the town of Savona (Istat, 2024). Young people in the area represent approximately 17% of the total population, showing a negative growth trend compared to the past.

According to a 2021 study by IlSole24Ore on the quality of life of young people (Lab24, 2021), Savona is awarded the 18th position out of the 107 Italian provinces. Looking at the other derived rankings, good results are also recorded in terms of the number of graduates (11th place), which, however, jars in front of the youth unemployment rate equal to 24.5% (61st place). These data are significant because much of the growth of a territory is played on its vital resources, those capable of making it change pace, giving a clear path towards improvement. Highly educated people are undoubtedly one of these key resources because they bear the skills and capabilities that a development path needs in this historical phase. However, if we analyse the rate of youth entrepreneurship (i.e., the percentage of businesses with an under-35 owner), it drops to 55th place.

One of the main reasons behind Savona’s performance is the industrial crisis that is affecting the province and the entire Liguria region: since 2008, the provincial economic system has struggled to recover from the effects of the global economic crisis, to which the pandemic has contributed, essentially amplifying pre-existing structural problems. These comprehend high unemployment, low incidence of industry, infrastructural needs, low diffusion of enterprises and the contraction recorded in some industrial sectors with high technological input (which now represent a very limited share of the total regional export). 

In addition, the progressive shift towards the tertiary sector has further weakened the manufacturing sector that in the past drove the Ligurian economy, causing further fragility and confusion. To date, the economic circuit that creates added value and stable employment in the industrial sector is too narrow: the perpetuation of the current model will end up expanding the amount of people in need of public income supplements, and consequently, will push more and more young people to emigrate to other Regions or other States.

Role of Tourism

In this scenario, the conformation of the territory plays a fundamental role. On the one hand, the mountainous and densely populated area and the ever-increasing criticalities in the connection infrastructures make the circulation of goods and people very difficult and slow. The coastal position of the province places Savona at the centre of commercial exchange routes, and it also represents a very precious tourist resource (eighth Italian province for tourism), which, however, until now has remained concentrated only on seasonal flows coming mainly from Piedmont, Lombardy and France.

Precisely for this reason, tourism in the Savona area is expected as one of the drivers of a new path of development and growth of the territory. Thus, three areas of intervention can be identified for reinforcement policies:

• Outdoor tourism, with the valorisation of scenic beauty and nature trails that can attract hiking, trekking and cycling enthusiasts to the area;

• Silver tourism, specifically dedicated to the over 65s, through the construction of a complex tourist offer, modulated on the artistic, historical, natural, religious and food and wine heritage of the Savona area and, more generally, the Ligurian context;

• Enhancing relationships with the other Ligurian provinces to create tourist itineraries that lead the visitor to discover the peculiarities of Savona within a path of broader valorisation of the Ligurian heritage.

Therefore, a paradox emerges, which is essential to overcome to revive the socio-economic situation of the area. The only way to make the most of the potential of tourism, thanks to the historical, cultural and naturalistic heritage already widely present, is to improve the physical connection to guarantee a greater and regular flow of tourists and, potentially, new inhabitants. This solution could also address the issue of young people leaving the Region for study or work reasons and do not consider it convenient to return. Depopulation, lack of infrastructure, work and services to the population contribute to discouraging many Ligurians who have moved elsewhere, but, as stated at the presentation of the project “Ma se ghe penso”, many would like to return, especially the second and third generations who would like to rediscover their roots.

In this sense, the Savona area has its own unexpected and unprecedented contemporaneity since it is a territory in which it is possible to practice sustainability in a broad sense, as a synthesis of environmental protection and economic and social well-being, enhancing that articulation of economic activities, from industry to tourism, which were previously seen as irreconcilable. Without this leap forward, the area is only destined to regress further. In fact, beyond the diversity of perspectives on the future of the territory and the articulation of interests, opinions and expectations currently on the discussion table, there is a convergence of assessments, also certified by the scientific analysis of trends, that the province is accumulating lack of development because it is fundamentally difficult to access and transit. Converging local energies in a dispute on this point is today an almost preliminary step to any discussion on sustainable development. This path can start around simple proposals that encourage collaboration between the public and private sectors, for example, in the field of infrastructure or sustainable tourism, so as to take steps towards a future of sustainable development and economic growth.

Young people represent a very precious resource for the conception and implementation of these projects. As emerged from the workshop held on 7 May 2024 on the occasion of the departure of the Giro-E from Savona, many under-35 entrepreneurs have undertaken projects for the valorisation of the cultural and environmental heritage of the area. These initiatives range from the digitization of provincial maps to facilitate education and knowledge of Savona to the participation of young people in “Coop Dafne”, a community cooperative for tourist, environmental and cultural regeneration, financed by the Town of Savona, aiming to make the area attractive, with regards to the conservation of tangible and intangible resources. Many other initiatives carried out by young people emerged from this event, a symptom of a generation that, despite difficulties, wants to give back to its land the cultural and economic importance it deserves and which has been lost in recent years.

Economic opportunities 

It would be incorrect to say that young people have no opportunity to work in Savona’s tourism sector since they have plenty of opportunities to find jobs, for example, in travel agencies, hotels, beach establishments and tourist facilities in the hinterland. However, it must be said that tourism is not exploited in the best way possible, focusing only on seasonal flows of tourists and traditional business models, which makes this profession unstable and underpaid. Consequently, job opportunities and attractiveness for young generations of workers and entrepreneurs are drastically reduced. Despite the currently unfavourable conditions, several initiatives aimed at reversing this trend are already in force today, both promoted by government authorities and proposed directly by young people.

Ongoing initiatives

Sustainable tourism, focused on a responsible approach to travel that aims to protect the environment, preserve local cultures and support communities, is funded by the Liguria Region, already a member of the NecsTouR network, which brings together European regions committed to competitive and sustainable tourism (NecsTouR, 2023). The network supports a Climate Action Plan and supports members to deliver actions and develop climate action plans, as well as raising awareness of the relevance of the European Union’s transition path for tourism, improving the enjoyment of the hinterland and targeting increasing the quality of tourist flows. Furthermore, as early as 2022, the Liguria Region has actively participated in the drafting of the TTP – Tourism Transition Pathway, whose aim is to improve the European tourism sector to create stable and quality employment.

Furthermore, at a regional level, various support tools for the tourism sector have been issued. First of all, the Pact for Work in Tourism, renewed for 2024, with the collaboration between the Liguria Region, regional, confederal and sector trade union organisations, and employer categories (Cgil, Filcams Cgil, Cisl, Fisascat Cisl, Uil, Uiltucs, Confindustria, Confcommercio, Confesercenti, Confartigianato) for the implementation of interventions to support local tourist businesses. The Pact provides resources of up to 5 million euros (with possible additions) that can be requested by companies to cover hiring bonuses for contracts of at least eight months (seven for seaside resorts due to the peculiarities of a sector which depends, as well as on the climate, by autonomous decisions of the local authorities of reference) or permanent contracts, up to 8 thou euros (greater than previous editions due to the progressive success achieved by the initiative). The purpose underlying the Pact is, therefore, to attract new workers and raise both the sector and the total employment rate of the area. The applications submitted so far exceed the budget foreseen by the regional council by more than one million euros, a sign that the topic is extremely relevant for Ligurian workers and employers.

The Liguria Region then planned the creation of courses to train new professional figures linked to the outdoors and other initiatives, such as the regional Strategy for Adaptation to Climate Change, which identified the adaptation of the tourist offer to the changed climatic conditions and the reduction of impacts through diversification and deseasonalisation interventions. In fact, at the moment the main flows are concentrated in the summer season, so it would be economically more appropriate to build a stable plan that also takes into consideration types of tourism that can also be practised in other periods of the year. An example is nature tourism, which includes natural areas, mountain activities and agritourism, with educational and recreational activities to help people appreciate and rediscover the resources and identity of rural places. The Liguria Region has already identified, through the Regional Economy and Finance Document (Regione Liguria, 2022), the strategic objective of increasing the offer of sustainable tourism through the valorisation and sustainable use of the hinterland and the sea, with particular attention to certificated villages and active tourism.

To increase forms of sustainable tourism in the region, the focus is on the diversification of marine tourism for sustainable use of the sea, with attention to ongoing climate changes and the resulting adaptation strategies, sustainable use of the sea as a unique resource for tourism that is active all year round and encourages deseasonalisation. In this regard, the Liguria Region collaborates in the development of various projects to guarantee the obtaining of European funds. Examples are the Regenera-Med Project (an opportunity for active tourism with a regenerative perspective to offer quality experiences to visitors and bring at the same time benefits to the local population in terms of quality of life and employment opportunities) and the Smart Destination 5.0 Project (for an innovative tourist offer that can be implemented both physically and digitally).

As regards the town of Savona, the framework collaboration agreement between the Savona Campus of the University of Genoa and the Municipality was signed in 2022. Among the guidelines of the collaboration are sustainability, renewable energy and energy efficiency, personal well-being, sport, urban redevelopment in a smart city logic, communication, promotion and marketing of the territory, and above all, sustainable tourism. The idea is to develop training meetings and seminars, research programs, and projects for participation in funding calls, educational activities, and degree theses, aiming at the co-planning of activities that enhance the impact on the territory and the renewal of the municipal areas. Therefore, through this partnership, the local authority wants to relaunch the town not only from an economic point of view but also from a social point of view, exploiting the skills and ideas of young people from Savona. From the words of the rector Federico Delfino himself: “Savona can focus on innovation and the training of young people as a line of development for the city. The university’s activity only makes sense if it is integrated into the territory” (Magnaldi, 2022).

Lastly, many local authorities, including Federalberghi and the Chamber of Commerce of Savona (through the “Make the right choice” guide), have organized training courses and dual-learning opportunities for younger people, with the precise aim of bringing them to join the tourism sector, taking advantage of the immense offer of natural resources in light of sustainable development and tourism models.

Future projects – Liguria Tourism and IMPACT

At the beginning of 2024, regarding Gallinara Island and the western Savona coast in front of it, the IMPACT project was undertaken, financed by the European Union through the Technical Support Tool made available by DG Reform. The goal is to develop the potential of the island, sharing with all public and private stakeholders new forms of experiential and sustainable tourism linked to the sea, with full respect for nature. The initiative is part of the “Liguria Tourism” project presented by the University of Genoa, which involves the implementation of new proposals for sustainable outdoor tourism in the Ligurian marine coastal areas. The IMPACT project starts with the implementation of a pilot action that consists of a “temporary swimming pool”, designed to enrich the natural conformation of the island, which will be capable of acting as a pole of attraction for various actors and businesses, in connection with coastal activities linked to marine and outdoors sports. The intent is, in fact, to enhance the biodiversity capital of this place in a lasting way by embracing a territorial marketing strategy capable of attracting further visitors who are sensitive to the scenic beauty of the area and environmentally conscious.

The project itself is based on a model of sustainable tourism development, which will focus on the training of businesses and young people to generate new employment opportunities and retain talent in the area. Furthermore, thanks to its innovative character, this technical support project for the development of Western Liguria, through cooperation between the Region, the European Commission and the University of Genoa, will allow the sharing of good practices with other European regions that are facing similar challenges.

The project also includes the analysis of the demand for sustainable tourism and an intense activity of involvement and support for tourist operators in defining new proposals for visitors based on the valorisation of nature and cultural values, including the underwater archaeological area of the seabed of Gallinara. Among the interventions carried out to protect the island, to safeguard it and make it accessible to the public in a controlled manner, the following stand out:

• 3 million euros financed by the Government for a project that involves the restoration of utilities (electricity and water) on the island in order to create an underwater archaeology museum centre that can be visited by citizens and tourists;

• Two protection projects (about 50 thousand euros each): the Management Plan of the “Special Conservation Area (SAC, in Italian)” and the Plan of the protected area “Isola Gallinara Regional Nature Reserve”, projects already presented and approved by the Town of Albenga (SV);

• The “Liguria Tourism. Regional Development of Western Liguria” project.

The province of Savona is increasingly attractive from a tourist point of view, especially for outdoor tourism, thanks to its climate, which allows activities to be carried out 365 days a year, and its geographical conformation, which allows, in just a few kilometers, to move from the sea to the mountains. The project is expected to support:

• The diversification and implementation of local employment, with particular attention to environmental sustainability and with specific training courses to make the most of the potential of coastal communities, especially young generations;

• The adoption of a new model of sustainable tourism that can promote outdoor or sporting experiences that are inclusive and educational;

• Implementing a participatory governance model to improve the capabilities and skills of local actors, both public and private, through synergistic innovative actions and the sustainable use of resources, such as green accounting and ecosystem payment schemes, etc.

• The creation of an example model that can be replicated for other European regions.

Conclusion

The province of Savona reflects the regional trends of impoverishment and ageing of the population, following the structural crises that have accumulated over the years. Having no incentive to build a life in their hometown, young people from Savona see the idea of moving outside the region as more attractive, first to study and then possibly also to work. The increasing brain drain is a negative factor that the institutions have tried to combat over the years, focusing on the uniqueness of the territory to implement initiatives that could bring the Savona area back into consideration for younger citizens.

Sustainable tourism has therefore become one of the main themes to be explored in this regard due to the peculiar conformation of the territory and the long cultural and non-cultural tradition that the province offers. Most of the ongoing projects focus precisely on this aspect, on the valorisation of the area to safeguard the rich naturalistic and social heritage and, at the same time, create economic value in a sector currently far below its full potential. First of all, there are the ad hoc funds established by the Pact for Work in Tourism to facilitate new hiring with more competitive contracts and regional support for businesses. Then, there are joint initiatives between the Municipality of Savona and the University of Genoa to put young people at the centre of initiatives to strengthen their town from a sustainable perspective. As regards future interventions, the “IMPACT” project is, among all, the most significant: together with the “Liguria Tourism” project, it aims to safeguard Gallinara Island and, at the same time, implement new tourist experiences on the island itself, to make possible visiting this priceless natural heritage while preserving its rich biodiversity.

In all the projects mentioned, the role of young people is fundamental: in some, they are the direct protagonists; in others, they will be so in the future, but the intent is precisely to exploit their skills and competencies in the field of innovation and sustainability, in collaboration with the entire local community, to revive the economy of their region. Although, to date, the opportunities are still very limited, the first step has been taken in the right direction, so it will only be necessary to continue along this path, and the goal could be achieved.

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